AdWeek: 2 Minutes. That's All KB&P Asks From Young Viewers

UbiSoft, a game publisher, is betting that longer TV ads will capture the short attention span of teens. The two-minute, long-form ad aims to make viewers uncertain whether they are watching an ad or a different show. Online advertisers have experimented with long-form ads, especially in the initial days of "rich media," when video content was strung together for a more involved immersion in the creative. An UbiSoft representative said the company "wanted to blur the lines" between content and commercials."